Informal branding – a study of the booming 'Mamak’ (food establishments) in Kuchai Lama, Kuala Lumpur.

Hi readers,
Today, I am featuring my short study on the restaurant or food establishment industry with special emphasize on the most flourishing eateries that Malaysian in general fondly identify as ‘Mamak’. My study however is only limited to the area of Kuchai Entrepreneurs Park , Kuala Lumpur where I live and will not take into consideration the whole of Kuala Lumpur or other parts of the country.

In Malaysia, the term Mamak refers to Indian Muslims, who generally own and operate the food establishments. The word 'Mamak' is from the Tamil term for maternal uncle. Originally, Malaysian ‘Mamak' are Tamil Muslims of Malaysian nationality, whose forefathers mostly migrated from South India centuries ago.


Yes, they love posing for you, quite talented in modelling too.

’Mamak’ is very popular among Kuala Lumpur youths as hang out spots, due to relatively ‘cheap food’ and beverages being served as well as being open 24 hours a day, 365 days a year. The mamak has been stamped permanently into Malaysian culture due to its ubiquitous nature and popularity.

As Muslim, Mamaks only sells ‘halal’ food but the restaurants are open to all patrons regardless of races and religions. As a matter of fact, they are more popular with the Malaysian Chinese than the Malays in Kuchai Entrepreneurs Park.



Special curry and all things curry.

Currently there are 8 Mamak restaurants/cafes and 3 stalls in Kuchai Entrepreneurs Park of different owners / operators (not a single Malay restaurant except food stalls at the old food court that open only for less than 6 or 7 hours per day). All of them are armed with big screen televisions or LCD projectors and misting fan systems designed for tropical countries. A number of them come with WiFi for internet surfing.

All Mamaks here are offering similar choices of food that have evolved from traditional Mamak like roti canai and all things curry to western, Malay and Thai foods. They are extremely adaptable to the ever changing local taste, you can even order ice blended coffee ala ‘Star buck’ at most Mamak less the expensive price. ’Nasi lemak’ served with ice blended mocha, ‘kewl’ huh. One thing I observed, they are not afraid of competing against each other although in near proximity from one to another Mamaks.

One distinct feature of Mamaks in Kuchai Entrepreneurs Park is that all the restaurants uniformed their workers (predominantly foreign Indian, Pakistani and Nepali) in yellow or orange collared t-shirt, some with aprons.

Communication does not pose a problem with those foreigners when come to ordering with the help from written menu. However, shaking their heads do not necessarily mean disagreement or 'no sign' as they will always shake their head even in agreement (I have no intention of being racist or making fun of people outside my culture, just trying to document my experience here).


Picture menu hanging on the wall - typical setting at Mamaks.

Despite of criticisms, rumors and gossips that we can hear and read every day through e-mails, word of mouth etc. they strive to prosper in bearish or bullish Malaysian economy. A lot of attacks especially matters regarding their doubtful hygiene has been raised but they still outnumbered any similar establishments of our Bumi restaurants. So how they do it? Cheap pricing – I doubt that, 24 hours – maybe, TV and misting fan – maybe, good food – I don’t think so, strategic location - definitely, cheap labor - probably.



Photos taken from the back of the restaurant.


I say that their 'gut feeling' in investment, perseverance, and branding....yeah branding make them strong. I believe they have been branded naturally as an adaptable food establishment hence I think that must have been their best asset. You can even see Mamak in other parts of the globe with the same informal branding. Some like in the UK are quite similar except the tables are with tablecloth which is not common here.

So Bumi entrepreneurs, are we learning valuable lessons from ‘Mamak’?


Ps: I prefer to make my own roti canai, served friends homemade roti canai when I was in Papua New Guinea. Anyone for teh tarik?